Cannes Lions

REMICADE RHEUMATOID ARTHRITIS DRUG

TIPPINGPOINT, Warsaw / SCHERING PLOUGH / 2008

Awards:

1 Shortlisted Cannes Lions
Presentation Image

Overview

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Credits

Overview

Description

There are 400, 000 registered cases of Rheumatoid Arthritis in Poland. Only 400 (200 with Remicade) of them are treated on National Healthcare. The disease is horrible and severely disabling, and lasts for years. Rally doctors, professors and governmental medical advisors to the support of using Remicade biotechnological drug that can cure previously incurable conditions within weeks.

Problems:- Professional indifference of doctors.- Lack of state funding.- Lack of knowledge about the remarkable results.- Lack of understanding of the relationship between curing people and getting them back to productive work and off the social security support.

Execution

Shock and truth: A painter and set designer that couldn't paint for 19 years, because of her illness, recovered after Remicade treatment. Inspired by the agency she painted great picture made of 120 single small pictures which was a symbol of hope and gratitude. These small pieces were sent to top decision makers and medical opinion leaders with a hand written letter by thepainter explaining the story. The scale of recovery was shocking. Real-life proof in the form of the painting left no place for any doubt: “this is a true miracle, it works”. Then they realised this is an invitation for a conference on RA.

Outcome

Client claimed 100% attendance to the conference.Partially due to this event, last year the amount of cases treated with Remicade only, increased by 35% to 270. But the real success is that from 2008 government pledged funding for an astonishing 3000 patients to be treated with Remicade every year.

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